€9m tourism campaign targets 20 million visitors

A €9 MILLION tourism marketing blitz has been launched aimed at reaching 20 million potential visitors from around the globe.

Tourism Ireland’s funding for the campaigns is supported by revenues from the air travel tax, while matching funding is being provided by partner companies including Ryanair, Aer Lingus and Aer Arann, overseas airlines including Emirates, Etihad, US Airways, online travel agents, Irish Ferries, Stena and other ferry companies.

Tourism minister Leo Varadkar announced a decision to retain the air travel tax earlier this year until agreement is reached with airlines on new routes and passenger numbers. In the meantime, the Government agreed to allocate a portion of the travel tax revenue to tourism marketing initiatives.

The extensive campaign will be rolled out in Asia, Africa and Australia as well as Europe.

The Home of Champions campaign will also be extended to promote golfing holidays in Ireland, on the back of Irish major golf winners.

Speaking at the launch of the initiative, Mr Varadkar said he hoped the campaigns would build on the jobs initiative launched earlier this year.

“This is a great example of joined-up thinking by government. Marketing campaigns like these are key to boosting Ireland’s visitor numbers. These additional campaigns will reach a huge potential worldwide audience of at least 20 million.”

“I’m pleased we can channel some of the ongoing travel tax revenue back into tourism measures, use it to leverage matching funding from the private sector, and have a tangible effect on jobs and growth,” he said.

Mr Varadkar said the tourism industry is recovering with overseas visitor numbers rising almost 12% in the first seven months of this year. Director of corporate services and policy with Tourism Ireland, Shane Clarke, said the campaign proved it was an “exciting time” for Irish tourism.

“We are looking forward to working with our industry partners to help grow overseas tourism business. In particular, we look forward to maximising the number of visitors we can attract over the typically quieter winter months,” he said.